Marketing
020 8687 9234
printwell.co.uk
info@printwell.co.uk
“Marketing is evolving constantly and it is becoming more about building that one-to-one relationship with your customer”
What do franchisors need
to pay attention to? From our experience we think franchisors should constantly obtain feedback from their franchisees to see what tools they require to grow their businesses. Franchisees know their audience best, especially for the area and market they serve. We like to then work on this feedback with franchisors to see what we can brainstorm together and develop to help franchisees. Many times, this is through creating personalised marketing campaigns for a franchisee’s audience. Our online portal enables franchisors to maintain brand consistency and franchisees to tailor elements to their audience, therefore meeting everyone’s requirements.
When and how did Printwell become a specialist in
franchise marketing? Printwell UK has been working with franchisors for more than 20 years. From our first client, we started to develop an understanding of the challenges that franchisors and their franchisees face. We were then able to help franchises in building solutions that are cost-effective for them. Our experience from working with other industries also helps to bring fresh ideas to the table.
We have been able to see what franchisors have been through and what has not worked for them. As much as we all like to see positive results, the reality is that some do not perform as well as one would wish. This is why we are transparent from the get-go; we learn with our franchisors to improve and outperform ourselves. We believe in long-term relationships, and this means going through businesses’ ups and downs with them.
How do franchisors attract and engage the attention of
their respective audiences? We believe that the only way forward is to build a brand experience and give customers a personal touch. Not just as a one-off occasion but build it as part of your brand DNA. This is why we look to understand the franchisor’s bigger picture and ensure the part that we play fits within the overall strategy. Digital marketing is our present and future but using it effectively with print media can be a lot more effective and cut through all the messages we get every day. It is a combination of both online content and a tactile experience that helps build an emotional, trusted connection with the customer. Customers want to be cared for
and want to know they are in good hands when they interact with your brand – nothing does that better than through using all five senses. Print and digital content can and should be integrated together as part of your brand to give franchisees the best tools to grow.
How do you see marketing, and Printwell, evolving in
the future? Marketing is evolving constantly and it is becoming more about building that one-to-one relationship with your customer. Building an experience is the most effective way of generating word of mouth, as well as increasing customer retention. At Printwell UK, we are looking to educate our clients with what can be done with print that is within their budget. We want to bridge the gap between digital marketing and print marketing. Print is sometimes perceived as costly, but if you use it in the correct way, especially with GDPR-compliant data, then you can connect with your end customer much more effectively. We currently have and are continuing to build the capacity to try new ideas with clients, without committing to a large cost. If ideas work then we can scale them and increase a franchise’s return on investment.
■ The Franchisor | 45
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100
